In 2021, Field Day Inc. won the RFP to rebrand Defeat Duchenne Canada, formerly known as "Jesse's Journey." The organization had a strong mission, but lacked a unified voice across research, advocacy, and support.
Supporters needed a reason to rally behind the organization. The question driving our work: how do we make Defeat Duchenne Canada the essential voice in the fight against muscular dystrophy?
A cohesive brand identity and messaging framework answered this directly—positioning the organization as a unified national force that proved instantly ownable and repeatable across brand guidelines, collateral, social media, and website design.
The campaign launched through a brand launch video and documentary vignettes that centered real stories from families impacted by Duchenne. This human-centered approach became the defining framework for how the organization communicates, continuing to serve as the foundation for all future campaigns.
Deliverables: Brand guidelines, collateral suite, website design, launch video, documentary vignettes
Role: Creative Direction, Art Direction, Video/FX Editing, Sound Mixing
Prior to Re-branding to Defeat Duchenne Canada
Primary Lockup
Wordmark Sketch
Icon Sketch
Digitzing Illustration
Icon Button/Avatar
Brand Colours
Brand Patterns
Type Family
Branded animation
